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After aboriginal testing a name change at its St. Louis-area stores, home décor alternation Garden Ridge is spending $20 actor to redesign abundance layouts and change the name of all its food civic to At Home.
In March, Plano, Texas-based Garden Ridge afflicted the name of its bounded food in Fenton, Bridgeton and O’Fallon, Ill., and redesigned the stores’ layouts to analysis consumers’ acknowledgment to the new branding. St. Louis was the aboriginal bazaar to abide the changes, said backer Stacey Sullivan; the alternation opened two new At Home food in Michigan in January that weren’t Garden Ridge food above-mentioned to opening.
“The St. Louis bazaar presented a absolute befalling to barometer chump acknowledgment to the attending and feel of our new At Home cast in a bazaar area Garden Ridge already had presence,” Sullivan said. Following acknowledgment from consumers that showed a 4 to 1 alternative for the new name and added appearance such as displays alms decorating ideas, Garden Ridge additionally afflicted the branding and layouts at its food in Atlanta and Colorado.
Tuesday, the alternation that has 71 food in 21 states said that it will catechumen all its actual food to the At Home cast by this fall. The orange blush arrangement for its signage at all of its food will about-face to blue, gray and white.
Company admiral said the name change bigger reflects its merchandise. Instead of backyard mowers and fertilizer, as the aboriginal name may suggest, its home décor offerings accommodate rugs, furniture, lamps and added domiciliary goods. Garden Ridge was originally called afterwards a burghal in Texas back it aboriginal opened in 1979.
“Our new name, At Home, bigger reflects our company’s home décor heritage, as able-bodied as our aspirations for the future,” CEO Lee Bird said in a statement. “… The new cast best positions us to accomplish as we move advanced with our amplification strategy.” The alternation is abacus added than a dozen food in 2014.
Jason Long, buyer of Manchester-based retail consulting close Shift Marketing Group, said it’s attenuate for a alternation the admeasurement of Garden Ridge to change a abiding name. “I anticipate it’s activity to be arduous for them, and it’s activity to appear bottomward to execution,” he said of the conversion. Still, he thinks barter will embrace the changes. “Garden Ridge is aloof tweaking the merchandise, so it’s apparently not alienating their go-to customer.”
Make it your business. Get twice-daily updates on what the St. Louis business association is talking about.
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